SHOP THERAPY

Ailing consumers can be good medicine for stores that carry
prescription drugs. A study conducted by market research firm
ACNielsen reveals that pharmacy patrons are more valuable than
customers who don't buy prescription drugs.

The differences are most dramatic for households where someone
suffers from asthma, migraines, allergies or heartburn/ulcers.
Consumers in households that contain an asthmatic spend $7,959 a
year at all outlets that sell consumer packaged goods, 18 percent
more than the $6,770 spent by the average American household,
according to the findings which are based on ailment purchase
patterns in ACNielsen's Homescan Rx/OTC Panel research.

Pharmacy patrons significantly outspend the average household
across all outlets, states the report. At drug stores, the average
total customer annual tab is $387 compared with a healthy $630 for
Rx shoppers. Similarly, at food stores, the annual household value
is $2,489 versus $3,021 for the prescription drug customers.

Even when prescription costs are subtracted from total
purchases, prescription buyers outspend the norm. They not only
spend more per trip than non-Rx shoppers, they shop more frequently
than average too. At mass merchandisers, for example, they make
62.7 trips per year compared with 35.8 trips for the typical
household. Sometimes shopping therapy can do a body good.